Special beer events create business

Special beer events at bars and restaurants turn into business plusses for our local beer market. A good example was the series of events surrounding the recent introduction of Jackie O’s Brewery to West Virginia.

Bar 101 gets it

Todd Moore, co-owner of Bar 101 in Charleston, understands the importance of special beer events. “It brings attention to the breweries; it brings good customers in,” he says. He adds that featuring new beers brings in new customers who then may also order food. He sees it as a very effective marketing strategy.

Todd usually jumps on the opportunity to do special events anytime a brewery or distributor will work with him, whether it’s a brand new or an existing brewery. The Jackie O’s launch offered a perfect opportunity for Bar 101 to show off it’s stuff. “I knew they were popular in Ohio,” Todd said, “and I knew a lot of people from this area would go to Ohio to get the beer. I like all these guys coming in. I like to show support for the new guys coming to the state.”

It’s all part of building a stronger craft beer culture in West Virginia. Through events focusing on quality craft, and especially craft beer from the local region, bars and restaurants create interest, build beer knowledge, and further beer appreciation among their customers. Events also ring the cash register.

Events work statewide

It seemed like the Jackie O’s roll out was a much stronger than usual draw for bar events. Scrolling through social media, we noticed events at The Pallet Bar in Teays Valley, Gad Dam Brewing in Summersville, Apothecary Ale House in Morgantown, The Railyard in Bluefield, Summit Beer Station in Huntington, and Taps at Heritage in Huntington. From beer distributor Mountain State Beverage, we were also told of events taking place at Pies & Pints in Charleston and Morgantown, Hill & Holler Pizza in Lewisburg, and J.P. Henry’s in Parkersburg.

Gad Dam Brewing

As an example of offering something special for customers showing up for the introductory event, Gad Dam Brewing in Summersville included the chance to win some giveaway items. They posted on Facebook, “Check out the beers we’ll have available for the Jackie O’s kick-off tomorrow, starting at 4:00. Come out to try something new, and get entered for some cool giveaways!”

The Apothecary Ale House

The Apothecary Ale House in Morgantown grabbed the opportunity to combine the Jackie O’s beer launch with a pop-up art sale by the local artist who actually designs Jackie O’s beer can label art. Bryn Perrott (@deerjerk) set up shop in the Apothecary’s beer garden with some of her intricate woodcut art. They posted on Facebook. “@deerjerk is set up in the beer garden! Come down, grab a beer and buy some art!”

The Railyard

The Railyard in Bluefield posted a Facebook event about their Jackie O’s intro and noted that “Railyard steel growler holders get 50% off pours at tap takeovers.” That’s a sweet deal.

Summit Beer Station

On Facebook, Summit Beer Station in downtown Huntington announced that it would feature Jackie O’s beer both inside and outside. Their post said, “@jackieosbrewery kegs AND cans have arrived for the launch party on Wednesday. We will have two on tap inside and two on tap in the biergarten and all cans will be available at both bars.”

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Brilliant Stream welcomes all bar promos and events that feature craft beer, especially those that feature beer from our local region. Creating special beer events and promoting them is a solid business building strategy that should be a part of every on-premise beer licensee.